Netflix’s newest original release, “Nobody Wants This” has everyone buzzing. It boasts an impressive collection of product placements with brands including Dunkin’ Donuts, Fly By Jing, and Spindrift seltzers. The show, which stars Kristen Bell and Adam Brody, not only showcases these brands prominently but raises questions about the impact of such advertising on the viewing experience.
As viewers tune into the series, they will notice Bell’s character, Joanne, donning a Fly By Jing chili crisp-branded sweatshirt. Branding is even more pervasive across the entire show. Like when Joanne stocks her fridge with Spindrift seltzers, and her sister lounges on the pool deck with Flamin’ Hot Cheetos. On top of that, both Bell and Brody are constantly holding Dunkin’ Donuts products during the show. The character Joanne regularly toting around a Clare V. handbag, adding another level of product placement to the immersive experience.
This trend of weaving branded placements into television story arcs is not limited to “Nobody Wants This.” Television series such as “House of Cards” and “Emily in Paris” have enjoyed years of brand integrations. CBS News went so far as to claim that “Stranger Things” brought in more than $15 million worth of advertising in the first three days after the debut of its third season. Emily in Paris, though, especially has come under fire for its outrageous brand placement – including one user who called it a giant infomercial.
The idea of product placement is nothing new — brands have been naturally weaved into the storylines of soap operas for decades. Premium product placements on television have long been dominated by high-end brands such as Chanel, Dior and Hermès as seen in “Sex and the City,” for example. In these more modern TV shows, characters constantly interact with different technology devices. Like when Frank Underwood questions the necessity of a PlayStation Vita in House of Cards.
As audiences are targeted with these tactics more and more, the views on their effectiveness are mixed. There is an audience that genuinely enjoys the level of authenticity that a product placement brings to a narrative. Netflix has stated that this is a positive phenomenon. Simply put, they explained, creators of content make the decision to feature brands in shows and movies to help make the story more believable. On the other hand, critics argue that too much branding takes away from the overall immersive experience of viewing.
A Reddit user expressed their sentiment about “Nobody Wants This,” noting that “the number of product placements this season is hilarious to the point that it’s basically a giant infomercial.” Reactions like this, and others, indicate a growing awareness and critique of how advertising drives and shapes the storytelling medium itself.
The growing ubiquity of – and acceptance of – product placements on television serves as a microcosm to an overwhelming corporate shift. As these platforms look to brands to unlock new value and help fund the content that keeps subscribers engaged, branded content opportunities are more abundant than ever. This shift prompts troubling but necessary questions about the storytelling integrity vs. commercial interests equation.